Billionaire John Paul DeJoria, known for selling Patrón Tequila for $5.1 billion, has made a return to the alcohol business with a new venture into gin. DeJoria, also the founder of Paul Mitchell hair care, has set his sights on expanding Waterloo Gin, a premium Texas-based spirits brand that he acquired in 2024. The brand is gearing up for a national expansion, with plans to enter over 20 states by the end of the first quarter of 2026 and eventually go national by the end of the year.
Bob MacNevin, Waterloo’s chief sales officer, expressed confidence in the brand’s ability to achieve this aggressive goal, citing the strong brand reputation, backing, ownership group, and leadership team as key factors driving their rapid expansion.
Despite a general decline in alcohol consumption in the U.S., there are still opportunities in the super-premium spirits sector. Premium gin is expected to see a 3% growth between 2023 and 2028, with even higher growth rates projected for super-premium and ultra-premium options. Gin has been experiencing a resurgence in popularity, particularly in bars, as classic cocktails like negronis come back into fashion.
Waterloo Gin is seizing the opportunity by appealing to younger consumers with boutique offerings and innovative flavors. The brand recently refreshed its packaging and introduced a new Prickly Pear & Rose flavor to cater to evolving consumer preferences. Waterloo distinguishes itself from traditional European gin makers by focusing on botanicals and unique flavor profiles, such as Texas grapefruit and Texas lavender, instead of the typical juniper berry-led profile.
As Waterloo expands its reach, it aims to challenge consumer perceptions of gin, moving away from its historical reputation for being harsh or outdated. MacNevin emphasized the brand’s commitment to quality and innovation, highlighting the distinctiveness of Waterloo’s products in the market.
Overall, Waterloo Gin’s national expansion represents a bold move in the competitive spirits industry, driven by a commitment to quality, innovation, and a deep understanding of evolving consumer preferences. As the brand continues to grow, it is poised to make a significant impact on the gin market and redefine the way consumers experience and appreciate this classic spirit.
